The luxury brand emblematic of the “Distinctive English Mood” is coming to town, starting with its headquarters in London. This season, Burberry is preparing a street marketing operation on an unprecedented scale.
The aim of this half-commercial, half-experiential communication operation is to “celebrate the art of discovery and exploration in cities around the world”.
This new street marketing strategy comes just a few weeks before London Fashion Week, and just a few days after the launch of the first collection signed by its new artistic director, Daniel Lee.
An urban world tour
Like Philéas Fog, the impetuous and ambitious hero of Jules Verne’s Around the World in 80 Days, Burberry is preparing for an international tour of the planet’s greatest cities, starting with London.
An understandable starting point, highlighting its British roots as well as its anchorage in the capital and its suburbs.
For the occasion, Burberry will be lending its colors to Norman’s, a North London café renowned for its British cuisine. An event is scheduled for September 13. During London Fashion Week, a traveling Norman’s food truck will be making appearances on the Strand and in Duke of York Square.
The symbols of the British House will be present in many places in the capital, with flags featuring the new pink print flying over Bond Street, while screens in Piccadilly will present the video campaign for the Autumn-Winter 2023 collection.
The “Equestrian Knight” – the historic logo and ubiquitous motif of Daniel Lee’s collections – will also be visible in the form of chalk stencils on paths and in parks. But also on Black cabs, London’s famous black cabs, adorned with Daniel Lee’s pink motif.
Entitled “Burberry Streets”, the initiative will feature experiences, installations and events in carefully selected cities.
This long-haul journey will take the emblematic knight and his faithful steed in blue or pink versions to other world cities such as Seoul, South Korea, and Shanghai, China, in October.
Setting the House’s symbols and icons in motion
According to the press release, these upcoming events will “[fuse] the brand’s avant-garde vision with its rich heritage, bringing modern British luxury to life in new and innovative ways”.
It will also be an opportunity for Burberry to showcase the brand’s signatures, such as the seasonal checks in Knight Blue, the blue and pink print and the recently redefined Equestrian Knight design.
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A good way to raise brand awareness, but also to publicize Daniel Lee’s new and first collection – just out in stores and on the web – as well as the brand’s identity overhaul.
A providential arrival for a brand that was beginning to run out of steam, “marking a new era coupled with a new creative vision for Burberry. ”
Last but not least, this street marketing, anchored in the everyday life of urbanites, will enable the British House founded in 1856 and its iconic trench coat to get closer to its customers and fans, particularly those in the younger generations.
The brand already made a name for itself in an unusual way on beaches the world over this summer, launching its first swimwear collection featuring the famous tartan.
Rod Manley, marketing director at Burberry, said: “We are delighted to see Daniel [Lee]’s first collection arrive in stores and online. With our revamped website, new brand signage across product and brand and the launch of our global Burberry Streets initiative in our home market, we can’t wait to share the new world of Burberry with our customers.”
This unprecedented dimension is also reflected in the decision by the British fashion house, which until now has made little use of print publications, to publish the very first beautiful book in its history in recent months, in partnership with Editions Assouline.
The last time the House published a book, it was an artistic work with no direct connection to the House’s codes.
Only a lucky few, under former artistic director and digital native Christopher Bailey, had so far received an internally distributed Brand book celebrating the 150th anniversary of the Maison… that was in 2006!
The luxury publisher’s current work not only recounts the saga of the trench-coated brand, but also offers an incomparable showcase for the House’s icons (Trench coat, tartan…) as well as its faithful servants of yesterday and today who were the artistic directors and artisans of its revival such as Christopher Bailey (2004-2018) and Riccardo Tisci (2018-2022).
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Read also > BURBERRY REINVENTS ITS COMMUNICATION
Front page photo: © Burberry
